The UK board game market has experienced a surge in popularity this year, with aspects such as technology, interactive games and board game cafes playing a significant role in the growing interest in physical board games. Below, we dive into the key board game trends of 2025!
Interactive board games
Interactive board games are a key trend this year, well worth some praise. This type of game offers the perfect integration of technology into more traditional, physical board games. This is ideal for those who crave real-world interaction and communication in this digital world, while still taking advantage of the clever technology available to us.
A prime example of this is Pictionary Air 2. This is a popular modern version of the classic drawing game we all know and love, Pictionary. This cleverly blends digital capabilities with a classic board game, using a light-up pen to draw in the air, and a smartphone app that converts the drawing and displays it on a screen of your choice.
Other interactive games include:
- Mysterium - an interactive board game that requires cooperation and communication, perfect for those searching for a game that requires real-world human interaction
- Forbidden Island - this board game requires players to use communication to work as a team, as opposed to competing against each other
- Blood on the Clocktower - a social deduction game designed for 5-20 players, ideal for large groups and social gaming
Hybrid games
Hybrid games are becoming increasingly popular in 2025, and they are expected to remain a significant trend in the UK board game market in the year ahead. Similar to interactive games, hybrid games utilise technology, such as smartphones and apps, to enhance gameplay.
A key example of a hybrid board game is Descent: Legends of the Dark. Players must use the free Legends of the Dark app in conjunction with the physical board. This plays a major part in the overall game experience, as it is where players will handle game setup, storytelling and campaign progression.
Other examples of Hybrid board games:
- Space Alert - a board game that uses an app to generate missions for physical play, as well as serving as a place to log previous missions
- Alchemist - players can use the companion app in addition to the physical board game to scan ingredient cards and find out potion results
- Clank! Catacombs - this game features an app intended to enhance solo-play
Games that use AI
As the use of AI (Artificial Intelligence) surges in popularity, this also applies to the use of AI in games. This has completely transformed the gaming industry, creating new ways of playing games and enhancing the player experience throughout the UK.
A great example of a game that incorporates AI in a fun way is Pictionary VS AI, first released in 2023, a clever take on the original drawing game. Players' real-life drawings are pitted against AI guesses, with players predicting which real-life sketches AI will guess correctly.
AR Games
Augmented reality is now cleverly utilised within the gaming market, and this smart technology is employed in numerous ways, including physical games, video games, and virtual tabletop games.
An ideal example is Pokémon GO, an AR game that utilises a smartphone app, leveraging the GPS function in users' mobile devices to display the player's location in real-time. Players can then involve their physical Pokémon cards, redeeming codes for these in the Pokémon GO app.
Other AR games include:
- Twister Air - an AR version of the classic game, Twister
- Scotland Yard Master - a physical board game that can be used alongside the AR mobile app
- Jurassic World Alive - this clever location game uses a very similar process to Pokémon Go, allowing users to find Dinosaurs hidden in the real world using a smartphone camera
Board game cafes
Another noteworthy trend for the UK board game market this year and beyond is the rise of board game cafes. These venues are the perfect space for those craving real-world interaction and the ideal opportunity to meet other like-minded people. Board game cafés aren’t just about the games being played, but about bringing people together and creating a sense of community that people in this hobby crave.
Read our expert tips on decorating a board game cafe in the UK.
Trends shaping the future of the board game industry
Our very own Roger Martin, the Hobby and Independent Channel Director at Asmodee, has noted a noticeable increase in technology integration in the industry, with many games now incorporating apps for scoring and narrative elements. This is something we’ve seen throughout 2025, and is set to continue and develop further in the future.
Additionally, there is a continued growing interest in single-player board games, catering to players who prefer to play solo. In contrast, Martin highlights the potential for larger multiplayer games in the UK, which are popular in other countries, such as France and Germany. Could this be a new trend for the UK board game market?
Is there a game that the industry is currently missing?
There’s always room for innovation in game design, even if it may seem like the industry is already as advanced as it’s going to get. For example, the Mind card game, in particular, introduced a new and unique way of interacting that does not require direct communication, illustrating how unexpected game mechanics can create new, unique experiences for users.
Read the full Q&A with our Hobby and Independent Channel Director to find out more about his experience in the industry and his thoughts on the hobby gaming landscape.
Another exciting year for the board game market
To conclude, we’ve seen a surge in technology being utilised within the board game market throughout 2025, and we think it’s set to get more advanced in the coming years. We’ve been in the game for 30+ years now, and we intend to continue monitoring market trends, so we can help people make the memories with asmodee.
Stay up to date with our newest releases and discover what we’ve got coming in soon.
